Normative Beliefs for Older Adults and Volunteering Intentions

Introduction: The idea that older adults should contribute to the common good has become a social normative belief (i.e., social activation). Younger and - even more so - older adults prescribe social activation to the group of older adults. Older adults are assumed to behave in line with what is socially expected of them. However, previous studies did not establish a link between the old-age norm of social activation and older adults' social engagement. Following the reasoning of stereotype embodiment theory, we investigated the role of self-endorsement of social activation for older adults' social engagement (i.e., formal volunteering). Methods: We conducted two preregistered experiments in which older participants (60-90 years, N = 1,463) reflected on agreeing or disagreeing with the norm of social activation. We then assessed endorsement of social activation and intention to engage in formal volunteering. Results: Replicating our previous studies, participants who reflected on agreement with the norm of social activation reported higher endorsement of this norm compared to participants who reflected on disagreement. Endorsing the norm of social activation for (other) older adults translated into endorsing social activation for oneself (internalization). Furthermore, reflecting on agreement with social activation was indirectly related to volunteering intention via endorsement of self-related social activation (embodiment). Conclusion: Our findings elucidate the role of societal normative beliefs for older adults' behavior and offer insights into the discourse on the continued social participation of older adults.